Not all images were able to load for printing. Please close the print window and try again. March LA.B Goes Dressy and Compact with the AM2 XS
With a hyper-compact case and ultra-thin profile, the new AM2 XS enters dress watch territory.
March LA.B is an indie French watch brand that blends retro-inspired design with a California-French surfer lifestyle vibe. Founded in 2009 and based in Los Angeles and Biarritz – hence the LA.B in the name – the brand has a penchant for shaped cases. The flagship AM2 family, an evolution of the foundational AM1 inspired by American muscle cars, has a casual sporty character with an angular, octagonal case and the brand’s hallmark crown at 4 o’clock. The latest AM2 XS (Extra Slim), described by the brand as a “dress watch”, shrinks to a hyper-compact 32mm diameter coupled with an ultra-thin profile thanks to the manual-winding La Joux-Perret movement powering the watch.
Available with time-and-date, calendar and GMT functions, the extroverted boxy architecture of the case has appeared in steel as well as special limited-run Millésime March editions like the 2024 titanium reference and the Nyctalope carbon fibre model released earlier this year.
Retaining its strong 1970s flair, the bold profile of the new 32mm case features the signature sloping facets, six of which are polished for extra impact. Available in steel and gold PVD, the two inclined sections of the case at noon and 6 o’clock feature a vertically brushed finish that extends to the thin octagonal bezel framing the dial. Now boasting an extra slim height of just 6.7mm, it’s surprising how the case continues to emanate such a dynamic angular presence. It’s also true to say that the compact dimensions of the watch – photographed on Brice’s 16.5cm wrist – don’t look remotely dainty.
Another hallmark trait of the AM2 is the large, engraved screw-down crown at 4 o’clock, ensuring the 50m depth rating. The sharp V-shaped points of the polished lugs, which look almost like horns, extend slightly beyond the case and hug the 7-link steel bracelet or leather strap with quick-release spring bars.
As a brand that is fond of the colour green, you won’t be surprised to see a green dial (Grall) among the new releases, flanked by white (Shelter) and golden (Golden Hour) dials. Also fond of textured dials, the new AM2 XS feature a houndstooth stamped pattern. In line with its dressier character, there is no date window, and the double indices of other AM2 models are replaced by more refined, polished indices with no trace of lume, indicated by faceted sword-shaped hands. The only other elements on the dial are the appliques containing the brand logo and “Made in France”.
To achieve such a slim case, March LA.B has fitted the watch with a manual-winding La Joux-Perret D101 movement (an alternative to the Peseux ETA 7001) visible beneath the green-tinted sapphire crystal porthole on the caseback. Measuring 23.3mm across, the movement is just 2.5mm thick, beats at 3Hz and delivers a robust 50-hour power reserve.
Three different strap options are available to combine with the watches. Prices start at EUR 1,995 for the lizard strap and the steel bracelet, and ascend to EUR 2,795 for the black wasp waist alligator strap. More information at march-lab.com.
